The Interview: NOSO founders on building a brand for the modern polymath

Emerging Scandi design house NOSO is founded by ex-TikTok and Meta creatives Kousha Torabi, Benjamin Lau, Johannes Kayser and Salar Tavakoli and focusses on meticulously engineered fabrics, considered tailoring, and thoughtful construction.

The brand has a loyal fanbase that includes NBA star Carmelo Anthony and actor Jeremy Piven.

Kousha, Benjamin, Johannes and Salar - your backgrounds are all in social media, working for global giants Meta and TikTok. What drove you to come together and start a fashion brand?

We’ve always shared a deep passion for design, but more than that, we’ve been fascinated by the idea of the modern polymath, people who move fluidly between worlds, who think, create, play, and build without being defined by one label. NOSO was born to celebrate that mindset.

During COVID, we noticed a shift in how people approached style. They began dressing for themselves rather than for others, prioritising comfort, expression, and purpose. We saw a gap for clothing that could match that evolution, refined enough for any setting, yet effortless enough for every day.

Coming from tech also shaped how we think. Our experience at Meta and TikTok gave us a deep understanding of culture, storytelling, and how communities form. NOSO is where all of that comes together with the celebration of the polymath spirit through design, craft, and culture.

What’s the ethos behind NOSO?

NOSO is built around the celebration of the modern polymath, people who move between worlds and express many sides of themselves. The kind of person who might spend the morning training, the afternoon creating, and the evening at a gallery. We design for that mindset.

Our goal is to create a uniform for the modern lifestyle: modular, versatile, and timeless. Pieces that adapt to whatever the day brings, from work to sport to leisure, always with comfort and intention at the core.

We design for longevity, not trends. Every piece is made to feel relevant years from now, grounded in simplicity, functionality, and purpose.

You “don’t believe in trends, but longevity” which is music to the ears of today’s sustainability-focussed consumer. Can you tell me about your manufacturing process and sustainability credentials?

For us, sustainability is about responsibility through design and craftsmanship. We work with partners who are true masters of their craft, from tailoring specialists in Europe to denim suppliers with deep heritage, producing for some of the world’s most respected Japanese and European brands. Every material we use is selected for durability, comfort, and feel.

We test and refine everything extensively before it ever reaches the customer. We also produce in intentionally limited quantities because we would rather sell out than overproduce. Longevity is the most honest form of sustainability. When a garment stays in your wardrobe for years and continues to perform, that is when it truly matters.

Tell us about the creative process? Where does the inspiration come from for the designs and how often do you introduce newness into the range?

Everything begins with the polymath mindset. We design pieces that can move across different worlds, from the studio to the city to travel. Inspiration often comes from architecture, engineering, and sportswear, disciplines that value form and function equally.

We introduce newness twice a year, but we refine continuously. Each release is treated as a new chapter in an ongoing system, not a seasonal drop.

The Socrates pant is your best seller. Why do you think this has become such a standout piece?

The Socrates Pant represents everything NOSO stands for. It is the foundation of our design philosophy, which is why we named it after the father of critical thinking himself. Socrates represents curiosity, balance, and the pursuit of better ideas, and that is exactly what this pant embodies.

It looks like a tailored trouser but feels like your most comfortable sweatpant. It bridges refinement and ease in a way that feels natural, not forced. People wear it to work, to travel, to social settings, and tell us the same thing every time: they have never worn pants this comfortable that still look this sharp. It has truly become our modern uniform.

Are there any other hero pieces in the collection?

Definitely. Our Wide Jeans have quickly become another signature. They are made in a 14 oz stretch denim that keeps the authentic, rigid look of traditional jeans but with complete comfort and movement. It is a fabric that looks structured yet feels lived-in from the first wear.

We are also experimenting with seasonality, like our upcoming Winter Fleece Jeans that are lined with soft insulation to keep you warm without losing the clean silhouette. Another favourite launching soon is the Tailortech Pant, which merges tailoring with everyday performance. Every piece follows the same design philosophy: timeless, adaptable, and made to move.

Another one of our favourites, that is launching soon, is the TAILORTECH™ Suit Pant, which merges tailoring and performance wear. All of these pieces share one mindset: timeless, adaptable, and made to move.

Being Meta and TikTok alumni, has it been a walk in the park garnering a presence and engagement on social media?

It has definitely helped that we understand how the ecosystem works, both from a content and cultural perspective. But social media moves fast and you can never rely on past success. What has worked for us is staying authentic and focusing on selling good products while providing a world class customer experience." I'd say that's more powerful as "visuals" are considered "soon replaceable"

Our audience connects with the story, not just the product. That has been key to our organic growth and engagement.

Do you have plans outside of social media to drive awareness for the brand? Any collaborations or brand partnerships in the works?

Yes, 2026 will be an important year for us. So far we have focused on strengthening the foundation, product, storytelling, and operations. But collaborations are part of our long-term vision. We are already exploring partnerships with creators and brands that share our design philosophy.

When we collaborate, it will be to expand the NOSO world, not to chase hype.

Do you have any plans for physical retail? Whether that’s standalone stores or retail partners for the UK.

The UK is one of our biggest markets and we feel strong demand from our community there. Retail is absolutely part of the roadmap. We will enter both through our own experiential spaces and selected wholesale partnerships, however, we want to do it the right way. When we open physical locations, they will be extensions of our universe, offering not just a place to shop but a space to connect and experience NOSO.

What’s the shape of the business today?  How many people do you employ and how have your carved up the roles and responsibilities of the founders?

We are a lean and focused team of four founders, each bringing deep expertise from our respective fields. I (Salar) lead the company as CEO, overseeing operations and growth. Ben drives product and creative direction. Kousha leads paid media and performance strategy. Johannes focuses on finance, logistics, and scaling the infrastructure.

The chemistry between us is what makes it work. We move fast, stay close to the customer, and keep a startup spirit with global ambition.

What are your plans for the future of the brand?

We are building a global brand from Scandinavia with the ambition to create cultural impact, not just growth. Our goal is to define the modern uniform, intelligent, versatile design for thinkers, doers, and creators around the world.

You will see new product categories, physical retail, and flagship experiences that bring the NOSO world to life. The focus is on building something lasting, something people feel genuinely connected to and proud to wear. NOSO is not about trends or hype. It is about legacy.